Join hosts Lars Miller and David Gonzalez on Free Spirits as they sit down with Gordon Whelpley, founder of Float House—a Connecticut-based beverage company pushing the boundaries of adult beverages. Gordon, an award-winning brewer with deep roots in the craft beer world, shares his journey from beer to THC beverages and cannabis drinks, blending beer culture and beverage innovation in a refreshing new way.

In this episode, we unpack how Float House navigates the beverage industry’s complex regulatory landscape to create functional beverages that cater to beer lovers who crave the refreshing taste of craft beer—without the alcohol. We explore the science behind their brewing process, how they infuse THC while staying within the rules, and why their unique brand identity resonates with customers across the beverage business.

Gordon also dives into product development, market trends, and the role of terpenes and cannabinoids in functional beverages. Plus, we talk about his perspective on the future of THC beverages and how Float House plans to expand beyond Connecticut. If you’re curious about where the beverage industry is headed and want a peek behind the curtain of an innovative cannabis drinks brand, this one’s for you.

Tune in, subscribe to Free Spirits, and join the conversation shaping the future of adult beverages and beverage business!

Takeaways

• Gordon Whelpley had an epiphany at the Craft Brewers Conference in 2019 that led him to create Float House.
• Float House produces THC-infused beverages that mimic the taste of beer without the alcohol.
• The production process involves navigating complex regulations to ensure compliance with TTB definitions.
• Gordon emphasizes the importance of flavor and consumer experience in creating THC beverages.
• The initial product offerings include THC IPA and THC Lite, designed for social drinking occasions.
• Market feedback has influenced the cannabinoid ratios in Float House products, particularly THC and CBD levels.
• Gordon discusses the challenges of regulatory clarity and its impact on business operations.
• The beverage industry is seeing a shift towards functional ingredients like minor cannabinoids and nootropics.
• Float House aims to create a brand identity that appeals to a wide demographic, particularly those seeking non-alcoholic options.
• Future product development includes a variety of styles, including double IPAs and fruit-infused beverages.

Chapters

• 00:00 Introduction to Float House and Gordon Whelpley
• 02:47 The Aha Moment: Transitioning from Beer to THC Beverages
• 05:53 Navigating Regulations: The Challenges of THC Beverage Production
• 08:56 Crafting Flavor: The Art of Non-Alcoholic THC Beverages
• 12:01 The Science of Cannabinoids: Balancing THC and CBD
• 14:54 The Future of THC Beverages: Market Trends and Innovations
• 17:49 Regulatory Headaches: The Impact on Business Operations
• 20:56 Big Beer vs. THC Beverages: Industry Perspectives
• 23:55 Brand Identity and Target Audience for Float House
• 26:48 Future Product Roadmap: Expanding the Float House Line
• 29:54 Distribution Plans: Bringing Float House to New Markets

What happens when a successful cidery owner enters the THC beverage game?

In this episode of The Free Spirits Podcast, we talk with Adam Ruhland—founder of both Wild State Cider and Birdie—about what it really takes to build a cannabis beverage brand from the ground up. From operational advantages to branding decisions, R&D challenges to distribution strategy, Adam walks us through his no-BS approach to launching Birdie in a complex, competitive space.

We get into:

• The moment he realized the cannabis beverage market couldn’t be ignored

• How his cidery’s infrastructure created a springboard for Birdie

• What it means to build a truly clean-label product with shelf stability

• The push and pull of brand design for non-stoner consumers

• Why he’s cautiously optimistic about DTC—and what makes it hard to scale

• How he thinks about exits, cash flow, and building smart, sustainable value

Whether you’re an operator, a founder, or just fascinated by the infused beverage space—this one’s for you.

Timestamps:

00:00 – Intro and welcome

00:44 – Why Adam launched Birdie after Wild State Cider

02:10 – The tipping point: seeing the category take off

03:18 – How cidery operations made Birdie possible

04:48 – Clean-label decisions and ingredient transparency

05:55 – The Birdie brand: design, tone, and shelf presence

08:53 – Using the taproom for consumer feedback

09:57 – R&D lessons: emulsions, shelf life, and flavor fatigue

13:32 – Real-world operational advantages from vertical integration

16:15 – Educating consumers in a limited-marketing category

19:46 – DTC hesitation and Shopify expansion

22:12 – Distribution strategy: wholesalers, direct, and taproom

23:47 – Expansion into new states and demand forecasting

29:15 – Choosing the right distribution partners (not just beer networks)

31:18 – The real goal: build something valuable, not just viral

34:10 – Where to buy Birdie and closing thoughts

💻 Try Birdie: https://drinkabirdie.com

📍Available in MN, WI, TN, and across the Southeast

If you enjoyed the show, rate, review, and subscribe—it helps us keep bringing operators like Adam to your feed.

Doug Fulton, Co-CEO of Emergent Beverages and founder of the Brand Accelerator, joins us to break down how cannabis and functional beverage brands can scale with strategic growth, smart distribution, and vertical integration. From his early days in international media to building the largest cannabis beverage facility in California, Doug brings deep insight into the hemp market, THC beverages, and what it takes to launch and exit successfully.

We cover:

• Why most founders scale too fast—and what to do instead

• How category-first brand strategy can drive retailer adoption

• Why distribution contracts can make or break your acquisition

• The real cost of chasing “shiny objects” in cannabis beverages

• Why 5mg dosing is the smart play in the 2025 hemp regulatory landscape

If you’re a founder, operator, or investor in the cannabis beverage or functional drink space, this episode is packed with hard-earned lessons from the front lines.

📌 Follow Doug: https://www.emergentbeverage.com/

📨 Subscribe for more: https://herbal.beehiiv.com